The first Max Mara collection was introduced in 1951. The pure lines and beautiful silhouettes were a tremendous success. 1969 saw the launch of the Sportmax youth collection. It was a step toward younger customers who want to look gorgeous at no cost in comfort. Famous designers Emmanuelle Khanh, Karl Lagerfeld, Luciano Soprani, Guy Paulin, and Anne Marie Beretta have all contributed to the brand, while the style of Max Mara has always remained elegant and impeccable.